A man opens the LinkedIn social network app on his smartphone at the breakfast table in Berlin on July 5, 2024.
Alicia Windzio | Picture Alliance | Getty Images
Every morning, Emily Ritter spends 15 minutes in bed checking her Instagram, Messages, Slack and Strava apps and playing The New York Times’ Connections and Strands games on her phone. Recently, LinkedIn has been part of the mix.
Ritter, a marketing executive at San Francisco-based startup Front, discovered a logic puzzle called Queens about two months ago through a promotion on LinkedIn, which is best known as the place where professionals connect and recruiters find talent.
“It’s just kind of a fun brainteaser,” Ritter said. “It’s a way to do something sort of relaxing, but in an engaging way.”
LinkedIn, which Microsoft acquired for $27 billion in 2016, rolled out its first three games in May, and Queens has emerged as the hottest of the trio.
On Tuesday, the company launches game number four, and it’s going deeper into logic puzzles with a title called Tango. In the game, a user is presented with a grid, and a few squares are filled in with a sun or a moon. It’s up to the player to fill in each remaining square with a sun or a moon, based on a few rules.
While LinkedIn consistently ranks as a top 100 app on iOS in the U.S., it’s below other social apps like TikTok, Reddit, Snapchat and X as well as Meta services such as Facebook and Instagram, according to industry researcher Sensor Tower.
Games represent a form of content that, when done right, keep people coming back. And it’s a market that Microsoft knows well. The company introduced its first Xbox console in 2001, and now has a games business generating $22 billion in annual revenue following the purchase of Activision Blizzard a year ago.
Yet gaming wasn’t a part of LinkedIn for the first seven years after the acquisition, which was Microsoft’s biggest ever until the Activision deal. Daniel Roth, LinkedIn’s editor-in-chief, says the games are designed to be played a little bit each day, perhaps when the day begins or as a short interlude between projects. Hopefully, they’ll spark conversations with colleagues and industry peers.
“You start with your game score and you move on to other areas,” Roth said.
It’s a familiar model. The New York Times offers eight games, and made a splash in the market in 2022 with the purchase of viral word game Wordle. The newspaper publisher saw tens of millions of new users and added subscribers after the acquisition.
LinkedIn, which generates revenue from recruiting services and advertising, isn’t planning to charge people to play its games, a spokesperson said. In the fiscal year that ended on June 30, LinkedIn generated $16 billion in revenue, or about 7% of Microsoft’s total.
The unit “continues to see accelerated member growth and record engagement,” Microsoft CEO Satya Nadella told analysts on the company’s July earnings call, months after membership crossed the 1 billion mark.
LinkedIn has been busy this year. It has built artificial intelligence features to help job seekers and students of its online courses. It’s been bringing a TikTok-like video tab to the LinkedIn mobile app.
And LinkedIn released its eighth annual list of the top 50 large companies to work at in the U.S.
Fun is a key part of the best workplaces, whether it be through banter, recreational sports or a happy hour, said Lakshman Somasundaram, the LinkedIn product management director who leads up games.
“It’s not just meetings and documents,” he said. “It’s important to us that LinkedIn reflects what the world’s best workplaces feel like.”
In September, LinkedIn surveyed around 900 members, and 83% said it was their favorite game the site offered, the spokesperson said.
Queens requires players to drop one crown emoji in each row and one in each column of a grid, a format that’s “a little bit sudoku-like,” said Thomas Snyder, the game’s architect. Snyder, a scientist formerly with Freenome and Adaptive Biotechnologies, won the 2018 World Puzzle Championship.
‘Sooner give up my left arm’
Joe Weinman, a former AT&T executive in New Jersey, has solved Queens for 46 days in a row. His streak would be at 90, but he forgot to play one day, he said in a LinkedIn message.
“I’d sooner give up my left arm than give up Queens,” he wrote, adding that he used to be on LinkedIn once a week.
And now there’s a place for Weinman and other addicts to congregate. In July Somasundaram started posting daily videos that reveal solutions to Queens puzzles on a dedicated page for the game. The videos garner hundreds of comments.
Somasundaram said he plans to produce videos about Tango.
Ritter has watched some of the Queens videos. She said she’s learned how to get through the puzzles relatively quickly.
“I guess I have just sort of figured out some of the tricks,” Ritter wrote in a LinkedIn message, adding that she would probably enjoy new challenging games.
When LinkedIn decided to launch a new logic game, employees came up with a few principles and brought them to Snyder. He sent back samples, and LinkedIn team members suggested additions, said LinkedIn games editor Paolo Pasco, who has constructed crossword puzzles for The New York Times.
In Tango, the objective is to get each row and column of the grid to have the same number of suns and moons. No more than two of a kind can be next to each other vertically or horizontally. An equal sign between two squares means the two must be the same, and an X between them requires the symbols to be opposites.
It’s a simple concept, but the puzzles get harder as the week progresses, just like The New York Times’ crossword puzzle.
LinkedIn promotes its games on its homepage and in the app’s My Network tab. But 40% of the people who play come in through a link, which might have been shared in a conversation or a post. After completing a game, LinkedIn makes it easy to copy your score and a link so you can send the information to connections or publish a post.
Between the links and the daily videos, people are coming back for more. LinkedIn’s App Store ranking tends to dip on the weekends, according to Sensor Tower, suggesting less usage when people aren’t at work.
“Professionals are playing games regularly, even on the weekends,” the spokesperson said.
Meta CEO Mark Zuckerberg appears at the Meta Connect event in Menlo Park, California, on Sept. 25, 2024. Meta debuted its first pair of augmented reality glasses, devices that show a combined view of the digital and physical worlds, a key step in Zuckerberg’s goal of one day offering a hands-free alternative to the smartphone.
David Paul Morris | Bloomberg | Getty Images
Meta CEO Mark Zuckerberg told Joe Rogan in a podcast published on Friday that his company was pressured by the Biden administration to remove content on side effects of Covid vaccines.
Early in a conversation that lasted about three hours, Zuckerberg told Rogan that he’s generally “pretty pro rolling out vaccines” and that they are “more positive than negative.”
“But I think that while they’re trying to push that program, they also tried to censor anyone who is basically arguing against it,” Zuckerberg said.
A Biden administration representative didn’t immediately respond to a request for comment.
The remarks come days after Meta said it would stop relying on third parties to check facts published on its widely used applications and instead turn to community notes, letting users add commentary regarding truthfulness. The strategy puts Meta more inline with X, whose owner, Elon Musk, has been advising President-elect Donald Trump and was a major backer of his campaign.
It’s also the latest in a string of announcements and comments following Trump’s election that appear targeted at appeasing the incoming president. Last week, Meta replaced its president of global affairs, Nick Clegg, with Joel Kaplan, the company’s current policy vice president and a former Republican Party staffer.
Zuckerberg has expressed criticism in the past about the Biden administration’s handling of Covid-related content.
In a letter to the Republican-led House Judiciary Committee in August, Zuckerberg said the administration “pressured” Meta to “censor” Covid-19 content, adding that he regretted some of the decisions the company made following those requests.
“And they pushed us super hard, to take down the things that were honestly were true,” Zuckerberg told Rogan. “They basically pushed us and said, you know, anything that says that vaccines might have side effects, you basically need to take down.”
Zuckerberg didn’t specify who from the White House made the requests, acknowledging that “I wasn’t involved in those conversations directly.” But he said the company’s response was that it wasn’t going to take down content that “is kind of inarguably true.”
The Food and Drug Administration said in 2021 that headache, fatigue, muscle aches, nausea and fever were the most common side effects of Johnson & Johnson’s single-shot Covid vaccine. Worldwide, Covid vaccines are credited with saving tens of millions of lives a year when the pandemic was raging.
On a separate matter, Zuckerberg said that the U.S. government hasn’t done enough to protect its technology industry, leaving too much power in the hands of regulators abroad. He said the European Union has fined technology companies more than $30 billion over the past 20 years.
“It’s one of the things that I’m optimistic about with President Trump, is I think he just wants America to win,” Zuckerberg said.
Packages with the logo of Amazon are transported at a packing station of a redistribution center of Amazon in Horn-Bad Meinberg, western Germany, on Dec. 9, 2024.
Ina Fassbender | Afp | Getty Images
Amazon is shutting down “Prime Try Before You Buy,” a competitor to Stitch Fix that allowed Prime members to try out clothes, shoes and accessories and only pay for items they wanted to keep.
The service will be discontinued on Jan. 31, according to a notice posted to Amazon’s website. The notice then directs users to browse Amazon’s fashion homepage.
Try Before You Buy is the latest example of Amazon CEO Andy Jassy’s ongoing efforts to rein in costs across the company. Beginning in 2022 and extending throughout 2024, Amazon initiated the largest layoffs in the company’s history, cutting more than 27,000 jobs across the company. It has also shuttered several of its experimental projects, such as a speedy brick-and-mortar delivery service, its telehealth offering and a quirky video-calling device for kids.
An Amazon spokesperson confirmed the move, which was first reported by The Information.
“Given the combination of Try Before You Buy only scaling to a limited number of items and customers increasingly using our new AI-powered features like virtual try-on, personalized size recommendations, review highlights, and improved size charts to make sure they find the right fit, we’re phasing out the Try Before You Buy option, effective January 31, 2025,” the spokesperson told CNBC in a statement.
Amazon rolled out the service, which was previously called Prime Wardrobe, in 2017. It was only available to members of Amazon’s $139-per-year Prime subscription program, which also includes perks such as speedy shipping and access to streaming services.
Users could test out a mix of luxury, staple and Amazon-owned brands, and return whatever they didn’t want to keep for free within seven days of receiving the items. The service operated similarly to wardrobe subscription services including Stitch Fix and Rent the Runway, as well as newer entrants such as Urban Outfitters‘ Nuuly.
Janelle Gale, Meta’s vice president of people, made the announcement on the company’s Workplace internal communications forum.
Among the changes, Meta is ending the company’s “Diverse Slate Approach” of considering qualified candidates from underrepresented groups for its open roles. The company is also putting an end to its diversity supplier program and its equity and inclusion training programs.
Gale also announced the disbanding of the company’s diversity, equity and inclusion, or DEI, team, and she said that Meta Chief Diversity Officer Maxine Williams will move into a new role focused on accessibility and engagement.
Several Meta employees responded to Gale’s post with comments criticizing the new policy.
“If you don’t stand by your principles when things get difficult, they aren’t values. They’re hobbies,” one employee posted in a comment that got reaction from more than 600 colleagues.
The DEI policy change follows a number of sweeping policy reversals by the social media company this month. Last week, Meta replaced global affairs head Nick Clegg with Joel Kaplan, a veteran at the company with longstanding ties to the Republican Party. On Tuesday, Mark Zuckerberg announced a new speech policy that included bringing an end to the company’s third-party fact-checking program.
Axios was first to report the DEI changes at the social media company. Meta didn’t immediately respond to a request for comment.
Below is Gale’s full internal memo, which CNBC obtained.
Hi all,
I wanted to share some changes we’re making to our hiring, development, and procurement practices. Before getting into details, there is some important background to lay out:
The legal and policy landscape surrounding diversity, equity and inclusion efforts in the United States is changing. The Supreme Court of the United States has recently made decisions signaling a shift in how courts will approach DEI. It reaffirms long standing principles that discrimination should not be tolerated or promoted on the basis of inherent characteristics. The term “DEI” has also become charged, in part because it is understood by some as a practice that suggests preferential treatment of some groups over others.
At Meta, we have a principle of serving everyone. This can be achieved through cognitively diverse teams, with differences in knowledge, skills, political views, backgrounds, perspectives, and experiences. Such teams are better at innovating, solving complex problems and identifying new opportunities which ultimately helps us deliver on our ambition to build products that serve everyone. On top of that, we’ve always believed that no one should be given — or deprived — of opportunities because of protective characteristics, and that has not changed.
Given the shifting legal and policy landscape, we’re making the following changes:
On hiring, we will continue to source candidates from different backgrounds, but we will stop using the Diverse Slate Approach. This practice has always been subject to public debate and is currently being challenged. We believe there are other ways to build an industry leading workforce and leverage teams made up of world-class people from all types of backgrounds to build products that work for everyone.
We previously ended representation goals for women and ethnic minorities. Having goals can create the impression that decisions are being made based on race or gender. While this has never been our practice, we want to eliminate any impression of it.
We are sunsetting our supplier diversity effort within our broader supplier strategy. This effort focused on sourcing from diverse-owned businesses; going forward, we will focus our efforts on supporting small and medium sized businesses that power much of our economy. Opportunities will continue to be available to all qualified suppliers, including those who are part of the supplier diversity program.
Instead of equity and inclusion training programs, we will build programs that focus on how to apply fair and consistent practices that mitigate bias for all, no matter your background.
We will no longer have a team focused on DEI. Maxine Williams is taking on a new role at Meta focused on accessibility and engagement.
What remains the same are the principles we’ve used to guide our People Practices:
We serve everyone. We are committed to making our products accessible, beneficial and universally impactful for everyone.
We build the best teams with the most talented people. This means sourcing people from a range of candidate pools but never making hiring decisions based on protected characteristics, (e.g., race, gender, etc.). We will always evaluate people as individuals.
We drive consistency in employment practices to ensure fairness and objectivity for all. We do not provide preferential treatment, extra opportunities or unjustified credit to anyone based on protected characteristics. Nor will we devalue impact based on these characteristics.
We build connection and community. We support our employee communities, people who use our products and those in the communities. We operate our employee community groups (MRGs) continue to be open to all.
Meta has the privilege to serve billions of people every day. It is important to us that our products are accessible to all, and useful in promoting economic growth and opportunity around the world. We continue to be focused on serving everyone and building a multi-talented, industry-leading workforce from all walks of life.